JournalMisbahuddin

of Entrepreneur
Azzuhri,
and Entrepreneurship,
Andre Damarizal Tanjung
Vol. 6, No.
/ Interior
2, September
Design at2017,
Coffee
43–54
Shop as a Factor Influencing Customer
ISSN 2302-1802
Retention print
and Mediating
/ ISSN 2580-9393
Role of Perceived
online Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54

INTERIOR DESIGN AT COFFEE SHOP AS A FACTOR INFLUENCING

CUSTOMER RETENTION AND MEDIATING ROLE OF PERCEIVED
CUSTOMER SATISFACTION

Misbahuddin Azzuhri, Andre Damarizal Tanjung

Faculty of Economics and Business, Universitas Brawijaya

Abstract: This research aims to determine the effect of Interior Design, Perceived Customer Satis-
faction and Customer Retention on objects which is Captain Coffee Malang in simultaneously and
mediation. This study describes the causal relationship between the variables through hypothesis
testing. This research collect data with techniques by using questionnaires and literature study. This
study used 120 samples are consumers and customers of Captain Coffee Malang. Sampling using
purposive sampling. Test equipment used to test the research instruments namely validity, reliabil-
ity, and classical assumption. The analytical method used is the path coefficient analysis. Hypoth-
esis testing using t test using SPSS program. These results indicate that the interior design has a
significant influence on customer retention. The interior design also has a significant effect on
perceived customer satisfaction. Customer retention also has significant direct effect on customer
retention. Interior design significantly affects customer retention through perceived customer satis-
faction.

Keywords: interior design, perceived customer satisfaction, and customer retention

I ndonesia is one of the largest coffee produc-

ing country in the world. Hence coffee in
Indonesia has become one of products are ex-
ported to other countries. Most of Indonesian
are also a coffee lovers, even this has become
their culture to consume beverage of coffee
every day. Enjoying coffee culture has become a
trend called hang out and drink coffee. Espe-
cially among youngsters’ people who really likes
to hang out and drink coffee with their friends.
Until now, drinking coffee culture has become a
lifestyle for the people of Indonesia. Therefore,
it is common to find a place to enjoy a cup of
coffee from a small shop that has a cheap price
to coffee shop that has an expensive price for a
cup of coffee.
*Corresponding Author.
e-mail: misbah@ub.ac.id (Misbahuddin Azzuhri)
Coffee shop is established for people who
want to enjoy a cup of coffee. Most coffee
shops provide various types and methods of
brewing coffee starting from plain coffee until
the specialty coffee that is usually owned by the
coffee shop producing its own homemade cof-
fee by blending its own coffee. Coffee shop
usually gives free internet connection and com-
mon marketing strategies like discount, free
drink, merchandise, and etc. In addition, some
coffee shops change the atmosphere of the café
by upgrading property and stuff to get custom-
ers’ attention by giving them comfortable and
cozy place.
Nowadays, café as a place for eating is
known as a master concept of coffee shop that
is developed into a sub concept that is café as
a place of hanging out. In more detail, café is
demanded to have specific theme like a specific
interior design concept. A room that is already

43 43
Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
arranged neatly and has a specific theme would
look very attractive to consumers than a room
that does not have any character of design.
Interior design has an effect to human psychol-
ogy that makes customers feel comfortable and
feel like at home. Therefore, the main goal of
the interior design is the development of func-
tion, aesthetic enrichment, and improvement in
psychological space. The consideration in inte-
rior design is thinking about interoperability
aspects of a property. Café business owners
prefer durable properties rather than perish-
ables properties.
The interior design also requires good place-
ment of the right light because the light pro-
vides an atmosphere of different interest in a
room. The most important key in the choice of
interior design is done by identifying the physi-
cal space and room before putting any property.
Promotion and advertising is not too effective
or maybe even a waste of time when the at-
tempts made is not in line with the store in
terms of the way of putting the merchandising
products effectively. A good design and in-store
promotions are one of the keys to give store
themes and help customers to find the items
being advertised.
The purpose of interior display is to de-
velop desire for the merchandise, show what is
available, and encourage both impulse, show
what is available, and encourage both impulse
and planned buying (Bastow-Shoop, Zetocha,
& Passewitz, 1991). There are many situations
where people try to influence other people’s
mood by altering the atmospheric of the envi-
ronment. Store atmospheric has more immedi-
ate effects on a customer’s in-store behavior
than do other marketing tools and techniques
like advertising, which are not present at the
point of sale. Every stimulus that happen around
44
can act as an environmental variable, which
then causes a specific behavior like music or
scent in a store may provoke a certain reaction
(Ebster & Garaus, 2011). Developing an attrac-
tive environment atmospheric is an important
retail strategy to induce certain positive emo-
tional responses and ultimately affect consumer
purchase behavior (El-Adly & Eid, 2016). Cus-
tomer satisfaction, in turn to be influenced by
perceived value. Perceived value, as it has been
defined herein, is the ratio of benefits received
from providers relative to the costs sacrificed
by customers (Yang & Peterson, 2004). Cus-
tomer satisfaction is the evaluation of the
customer’s emotional that describes the level of
customer trust to a service that provides posi-
tive feelings. Further, the importance of satis-
faction on retention is so well recognized that
some major economies now measure satisfac-
tion at the industry level using large sample
surveys to predict customer retention and fu-
ture financial performance. The more satisfied
customers are, the greater is their retention
(Fornell, 1992). Retained customers will intent
to repurchase a needed product or service from
the same place and/or brand in the future. In
contemporary marketing, it’s argued that satis-
faction is influenced by cognitive judgments,
such as expectations and disconfirmation, and
emotions derived from the pre, during, and post
consumption experiences (Oliver, 1994).
Based on this background, then arranged
some research objectives. First, to know the
significant and direct effect of interior design
toward customer perceived satisfaction. Sec-
ond, to know the significant and direct effect of
perceived customer satisfaction toward customer
retention. Third, to know the significant and
direct effect of interior design toward customer
retention. Last, to know the significant and
 Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
direct effect of interior design toward customer
retention through perceived customer satisfac-
tion.
METHOD
This research uses quantitative approach
focusing on hypothesis testing that aims at know-
ing the relationship between independent vari-
able toward dependent variable through inter-
vening variable. This type of research is ex-
planatory research which explains the causal
relationship between one variable with other
variables through hypothesis testing. The loca-
tion of this research is done in Captain Coffee
Malang with the number of respondents 120
people. The sampling technique used in this
study is purposive sampling where the specified
criteria are respondents who have had experi-
ence of the coffee shop Captain Coffee Malang.
Data were collected using a questionnaire
which the instrument research tested with va-
lidity and reliability. Data were analyzed using
SPSS version 21 to determine the characteris-
tics of respondents and the distribution of re-
sponses. Furthermore, hypothesis testing is done
by using path analysis.
RESULTS
Respondent Characteristic
Based on the results of collecting data, the
respondents had male sex as many as 79 people
or 65.83%, while the women as many as 41
people or 34.17%. This result indicates that the
respondent of Captain Coffee is experience by
both sexes. On age categories, the result showed
that the majority of customer and consumer in
Captain Coffee is in the age between 17-23
years old, which is 38.33% this means that the
younger adult people are more likely to spend
their time to drink coffee in a café and hang out
with friends. People in adult age are not really
spend their time in coffee shop. However, some-
times they looking a new atmosphere to relax
outside and drink coffee in a coffee shop.
Furthermore, the local visitor becomes
dominant that totaling 115 respondents or
95.83%, while the rest are foreigners who vis-
ited Captain Coffee. Meanwhile, 5 foreign visi-
tors are exchange students from college that
located near Captain Coffee. The highest is in
category Rp1,000,000–Rp2,000,000 with
35.83% from all because in Captain Coffee
mostly visitor is youngster or young adult people
who just finished their school and had a stan-
dard salary. Student has the most that the re-
spondent with as many as 39 respondents or
32.50%, followed by entrepreneurship respon-
dent or 32 by 26.6% of all respondents. Both of
occupation have become the most dominant
respondents as the respondent had plenty of
time to spare. The majority of educational back-
ground of visitors from Captain Coffee is high
school. The characteristic of respondent can be
seen at Figure 1 and 2.
Figure 1. Characteristic of Respondent Based on Age
Source: Primary Data Processed (2016)
45
Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
Figure 2. Characteristic of Respondent Based on
Occupation
Source: Primary Data Processed (2016)
Validity Test
Validity test is a technic to test question-
naire as the instrument used in a research to get
the data which can be considered as valid or
not. The researcher analyses the validity of
research instrument by entering the items of
respondents per each variable to put into calcu-
lation of validity analysis program named SPSS
21 for Windows (Sekaran & Bougie, 2013).
The testing of validity instrument in this re-
search are by using Pearson’s Product Moment.
It will determined the item if it is valid or
invalid with significance level of 5% as the
critical value. The sig. r indicator each question
is smaller than 0.05 (á = 0.05), which means
that each indicator variable is valid, so it can be
concluded that these indicators can be used to
measure the research variables.
Reliability Test
The reliability of measure indicates the
extent to which it is without bias (error free)
and hence ensures consistent measurement
across time and across the various items in the
instruments. In other words, the reliability of a
measure is an indication of the stability and
consistency with which the instrument mea-
sures the concept and helps to assess the good-
ness of a measure (Sekaran & Bougie, 2013).
46
By using Cronbach Alpha test, an instrument
could be said reliable if the score is greater than
> 0.6. Cronbach Alpha measuring the internal
consistency reliability of a group of items. It is
measures how well a set of variables or items
measures a single, uni-dimensional latent con-
struct (Andrew, Pedersen, & McEvoy, 2011).
The value of the Cronbach alpha for all of the
variables is greater than 0.6. From the provi-
sions mentioned then all the variables used for
the study has been reliable.
Normality Test
Check the normality of the data is the first
step that must be done for each particular
multivariate analysis, if the purpose is infer-
ence. If there is normality, and therefore the
residual will be independent and normally dis-
tributed. The difference between the value of
predictions with the actual score or error will
be distributed as a symmetry around the value
of the means equal zero. Therefore, the only
way to detect the normality of the data was by
way of Kolmogorov-Smirnov test (Ghozali,
2011). According to the calculation, the sig.
result obtained is 0.352 and 0.993 or greater
than 0.05; then the provisions is stated that the
normality assumption is fulfilled.
Linearity Test
According to Cooper &Schindler (2008)
linearity is an assumption of correlation analy-
sis, that the collection of data can be described
by a straight line passing through data array.
The method used in testing the linearity is test
curve estimation. The second relationship is
said to be linear if the value of the variable
significance test is smaller than the alpha (5%)
used. Based on the calculation is known that
significant value for all variable linearity is 0.00,
 Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54

which means under 0.05. With these results, According to Table 1 and 2, Interior De-
the data concluded that the model meets the sign have significant effect on Perceived Cus-
linearity assumption. tomer Satisfaction. Table 1 shows beta coeffi-
cient by 0.697 indicates that the influence of
Path Model Diagram Interior Design on Perceived Customer Satis-
faction, with tcount of 10.568 and probability of
Based on the relationship between vari-
0.000 (p<0.05), then the decision of H0 is
ables in this study, the model hypothesis data is
rejected, means the hypothesis Interior Design
described as follows.
significant effect on Perceived Customer Satis-
faction accepted. Directions positive relation-
ship indicates that the higher the Interior De-
sign will give rise to the Perceived Customer
Satisfaction. The value of determination coeffi-
cient was 0.486 or 48.6%. These results indi-
cate that the contribution of Interior Design on
Customer Satisfaction Perceived are 48.6%,
Figure 3. Path Model while the contribution of other variables be-
Description: yond the study models are 51.4%.
X = Interior Design
Y = Customer Retention
Z = Perceived Customer Satisfaction Coefficient Testing Path on Interior Design to-
e1 = Residue Variable (not discussed) ward Customer Retention
e2 = Residue Variable (not discussed)
Interior design give a significant effect on
Table 1 Coefficient Test toward Z Variable customer retention. Table shows the beta coef-
ficient by 0.406 indicates that the influence of
Independent Standardized the attributes of the Customer Retention, with
t count Probability Result
Variable Coefficient beta
Significan
tcount of 4.720 and a probability of 0.000 (p
X 0.697 10.568 0.000 t <0.05), then the decision of H0 is rejected,
Dependent
Variable Z
means that the hypothesis Interior Design give
R square (R2) : 0,486 a significant effect on Customer Retention ac-
Source: Primary Data Processed (2016) cepted. Positive directions relationship indicates
that the higher the Interior Design will rise the
Table 2 Coefficient Test toward Y Variable
Customer Retention.
 
Independent Standardized t Probabilit
Result
Variable Coefficient beta count y Coefficient Testing Path on Perceived Customer
Significan Satisfaction toward Customer Retention
X 0.406 4.720 0.000 t
Significan Perceived Customer Satisfaction give a sig-
Z 0.403 4.692 0.000 t
Dependent nificant effect to Customer Retention. Table 2
Variable Y shows the beta coefficient by 0.403 indicates
R square (R2) : 0.556
that the influence of Perceived Customer Satis-
Source: Primary Data Processed (2016) faction to Customer Retention, with tcount prob-

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Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54

ability by 4.692 and 0.000 (p <0.05), then the
decision of H0 is rejected, means that the
hypothesis Perceived Customer Satisfaction have
a significant effect to Customer Retention sig-
nificantly are accepted. The coefficient of de-
termination value is 0.556 or 55.6%. These
results indicate that the contribution of Interior
Design and Perceived Customer Satisfaction to
Customer Retention by 55.6%, while the con-
tribution of other variables outside the model
of this study 44.4%.
Path Model Interpretation
In the relationship of Interior Design with
Customer Retention there is a presumption of
variables Perceived Customer Satisfaction as an
intervening variable. The calculation of the in-
fluence of Perceived Customer Satisfaction as
an intervening variable is as follows:
Structural equation:
Y = PYX + (PZX ×PYZ)
Direct Effect Interior Design toward Customer
Retention is 0.406
Indirect Effect (IE) = PZX × PYZ
= 0.697 × (0.403)
= 0.281
Total Effect (TE) = PYX+(PZX × PZY)
= 0.406 + 0.281
= 0.687
Testing result on the influence of media-
tion between intervening variables with depen-
dent variable are the influence of Interior De-
sign (X) to the Customer Retention variable (Y)
through intervening Perceived Customer Satis-
faction (Z) is done by Sobel formula calcula-
tion. The results of both tests are summarized
as follows:
P1 = 0.697
Se1 = 0.051
P2 = 0.403
Se2 = 0.060
The magnitude of the standard error of
indirect Interior Design (X) to Customer Re-
tention (Y) is the multiplication of the influence
of Interior Design (X) toward Perceived Cus-
tomer Satisfaction (Z) with the Perceived Cus-
tomer Satisfaction (Z) toward Customer Reten-
tion (Y), thus obtained as follows:
Se12 =
=
= 0.047
Thus the value of the t test was obtained as
follows:
= = 5.994
In addition, t value of 5.994 is bigger than
1.96, which means that the parameters of me-
diation is significant. Thus the model of indirect
influence of variables Interior Design of the
Perceived Customer Satisfaction through Cus-
tomer Satisfaction Perceived can be rejected.

Table 3. Summary of Direct Effect, Indirect Effect, and Total Effect

Indirect Total
Variable Direct coefficient Standard of error t count
coefficient effect

X, Z, Y 0.697 0.403 0.051 0.060 0.281 0.047 5.994

Source: Primary Data Processed (2016)

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 Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
Table 3 is revealed that Perceived Cus-
tomer Satisfaction is proven as an intervening
variable in the relationship between the Interior
Design with Customer Retention. This is proven
by the results of the calculation of Indirect
Effect that is valued 0.281. The total effect of
Interior Design toward Customer Retention
through Perceived Customer Satisfaction by
0.687. This shows that the improvement Per-
ceived Customer Satisfaction would be a good
bridge for relations between Interior Design
with Customer Retention.
The Model Accuracy
The accuracy of the model hypothesis of
the research data is measured from a relation-
ship coefficient of determination (R2) in the
both equation. The results of the model as
follows:
R2model = 1 – (1 – R21) (1 – R22)
= 1 – (1 – 0.486) (1 – 0,556)
= 1 – (0.514) (0.444)
= 1 – 0.228
= 0.772 or 77.18%
The result of the calculation accuracy of
the model by 77.18% explained that the contri-
bution of the structural model to describe the
relationship of the three the variables examined
is at 77.18%. While the remaining 22.82% is
explained by other variables that is not included
in this research model.
DISCUSSION
The influence of Interior Design toward Cus-
tomer Retention
The result of this research shows that the
impact of influence of interior design toward
customer retention interior design is positive
and significant. The impact can be seen from
their customers who feel comfortable and will-
ing to spend a lot more time in Captain Coffee
because the atmosphere is very comfortable
and relaxing. Customer Retention has made
customers become loyal and certainly, one of
the factors that influence the customer is an
interesting interior design and create a cozy
atmosphere. As this will make them come back
and spend their time in places they like.
In the previous research regarding store
environment, few researchers have examined
several factors that affect customers such as
store atmosphere or physical attractiveness that
affects their intentions. The series of store
environment factors such as social, design, and
ambience is possible to influence the customer
in their choice decision. There are some choice
decision created by customer like whether they
will return to the store, whether they feel com-
fortable in the store, whether they would rec-
ommend the store, etc. (Turhan, 2014).
The influence of Interior Design toward Per-
ceived Customer Satisfaction
Based on the data that has been processed
in this study, the result is an interior design
provides a significant and positive impact on
perceived customer satisfaction. Interior design
is one of important elements in a store or a
coffee shop, which is beneficial to give interest
to the customer. In addition, the interior design
also provides comfort to the customers. Inter-
est and enjoyment of customers give influence
on customer satisfaction. Some customers have
a certain taste of satisfaction levels, so that
customer satisfaction is not a fixed thing. Each
customers have their own perception on what
makes them interested and comfortable. Cap-
tain Coffee gives a vintage atmosphere accom-
49
Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
panied by antique furniture and decoration
items. Customers who like antique and love art
will certainly feel comfortable with the interior
design that has been set by Captain Coffee.
The influence of Perceived Customer Satisfac-
tion toward Customer Retention
Customer satisfaction is a major factor in
assessing the quality of service. The higher the
quality level the higher the level of customer
satisfaction. The results of this study have shown
a significant and positive impact on the per-
ceived influence of customer satisfaction on
customer retention. The behavior of customers
who are willing to spend more time at Captain
Coffee and willing to invite other people to go
to Captain Coffee can be called as a customer
retention. The benefit is a company does not
need to spend too much on marketing and
advertising, because satisfied customers will
continue to spread the good news that they
have experienced in Captain Coffee, it can also
be referred as positive word of mouth. In addi-
tion to the size of customer satisfaction, cus-
tomer retention also has a very strong influence
on the profit, and increasing retention that
occurs will result in an increase in profit.
The influence of Interior Design toward Cus-
tomer Retention through Perceived Customer
Satisfaction
The results of studies have shown a posi-
tive and significant impact on the influence of
interior design to customer retention through
perceived customer satisfaction. The influence
of interior design has a positive impact on
customer satisfaction that will make the cus-
tomers to come back. The interior design also
affects the customer’s purchase decision. When
50
the customer feel satisfied with what they earn
or they expect, then it will create customer
retention. This has implications for all custom-
ers because the object of this study is coffee
shop.
There is partial significant relationship
between perceived value and store atmospheric
stating that interior design has a direct effect on
the perceived value customer satisfaction and
this is one part of a strategy to create business
success. The impact on the effect of atmo-
spheric store is useful to create customer be-
havior intentions that will result in customer
retention. Favorable environment can motivate
behavioral approaches, such as the desire to
stay, the desire to look around and discover the
environment, and to communicate with the
people in the environment, while unfavorable
environment might have direct approach to the
adverse effects of which it is in the form of
avoidance behavior (Jalil, Fikry, & Zainuddin,
2016).
IMPLICATIONS
This study has theoretical implication for
future research in the field of marketing of
customer satisfaction. The satisfaction of the
customer is not out of consumer behavior.
Consumer expectations of the goods or services
have been formed before consumers buy goods
and services. Customer satisfaction was de-
pends on the perceptions and expectations of
consumers. Consumer expectations influenced
by their experience with what they get. There-
fore, this study examines perceive customer
satisfaction that the customer experience at a
coffee shop named Captain Coffee by using
interior design as one factor that makes cus-
tomers feel satisfied with what they get from
 Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
the different atmosphere. Perception of cus-
tomer satisfaction with interior design influ-
enced by environment that makes them com-
fortable. This study aimed to improve customer
satisfaction not just from the environmental
side in Captain Coffee. This study is expected
to be the beginning of a search to other factors
that affect customer satisfaction to become
customer retention.
Most of customers has an interest in inte-
rior design of a coffee shop as their interest in
buying. Therefore, it can be concluded from
this study that the interior design is one factor
to attract customers. Design on a place where
the customer buys or consumes is a significant
thing to keep customers satisfied with the cre-
ation of positive feelings and comfortable in a
place. Effort to design buying environments to
produce specific emotional effects on buyers
will enhance reviews their purchase probability.
The influence of the physical environment is
primarily affective and poorly designed store
shopping environment may reduce pleasure.
Customer perception in interior design are Be-
come more favorable, they will be more satis-
fied with the store and perceived customer
satisfaction will fully mediate the customer re-
tention (Turhan, 2014).
The meaning of customer retention is a
customer who has decided to buy a product or
service continuation. Therefore, the relation-
ship between customer retention and perceived
customer satisfaction is very close to creating
customer loyalty to a company. Captain Coffee
is one of the new coffee shop in the city of
Malang and do not have a lot of repeat custom-
ers. So many coffee shop and café in the city of
Malang will be a challenge for the new estab-
lished coffee shop like Captain Coffee to create
their own market. Because it must be created
by a community or a loyal customer to increase
profitability. Customer retention is also a con-
sumer behavior that shows signs that have be-
come loyal customers. When it has created
customer retention, then the customer will cre-
ate word-of-mouth that makes them come back
to Captain Coffee and invite other prospective
customers.
Customer satisfaction is the most impor-
tant thing in the business world. Based on
research that has been processed, Captain Cof-
fee Customers are satisfied with the existing
interior design in Captain Coffee. Satisfaction
obtained in this study only covers from the
atmosphere and environment in Captain Cof-
fee. For further research, it will be expected to
use other factors such as satisfying customer
service quality, product quality, social environ-
ment, and etc.
The measurement that typically used by
managers is customer satisfaction because it
covers all types of products and services. The
satisfaction of the customer is strongly influ-
enced by the expectations of customers. Even
common behavior from a manager is to im-
prove a product and services to find customers’
expectations (Keiningham, Cooil, Aksoy,
Andreassen, & Winer, 2007).
Perceived customer satisfaction is the be-
havior of consumers about their hopes for some-
thing that makes them satisfied. When custom-
ers are purchasing an item or service that they
do not know, then they will have to assume
either the mind is good or bad things. There-
fore, to get a good feedback, a company must
create and meet the desires of what makes
customers satisfied. Captain Coffee is a new
coffee shop, by consequence to attract cus-
tomer satisfaction then it should create some-
thing that their customers expect, one of them
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Misbahuddin Azzuhri, Andre Damarizal Tanjung / Interior Design at Coffee Shop as a Factor Influencing Customer
Retention and Mediating Role of Perceived Customer Satisfaction / JEE, Vol. 6, No. 2, September 2017, pp 43–54
is a place of comfort. Interior design has an
important role in increasing customer expecta-
tions in the fields of atmosphere and comfort of
customers. When the customer expectations
are met, then the higher will be the perceived
customer satisfaction.
LIMITATIONS
Although the research findings provide some
insights to researcher, these findings should be
viewed in light of some limitations. To summa-
rize, the limitations associated with the re-
search findings are: (1) This study is only shown
the significance variables then the respondents
who fill the questionnaire cannot be decided as
loyal customer who doing customer retention.
(2) This study only discusses the influence of
interior design. Therefore, this study did not
mention other factors that may can affect per-
ceive customer satisfaction and customer reten-
tion. (3) When filling out questionnaire, respon-
dents were not guided to answering all the
question in the questionnaire. Some respondent
may fill the questionnaire not from their actual
feeling which is can affect to the result of
analysis.
CONCLUSION AND SUGGESTION
Conclusion
The results showed that the variables inte-
rior design has a direct influence on the per-
ceived customer satisfaction, interior design has
positive influence on customer retention, per-
ceived customer satisfaction has positive effect
on customer retention, interior design has posi-
tive effect on customer retention toward per-
ceived customer satisfaction. Because when
customers are interested in interior design that
52
make a comfortable atmosphere for them, then
they will not hesitate to spend more time in a
place they love and it will be create customer
retention for the coffee shop.
Suggestion
It is expected that coffee shop can main-
tain and improve services towards Interior De-
sign, because the interior design variable has a
significant influence on the Perceived Customer
Satisfaction and Customer Retention, such as
by creating a comfortable atmosphere and good
social environment to rise the customer reten-
tion. This research is also expected to become
a reference for further study to examine the
concept of marketing, especially in the field of
interior design, perceived customer satisfaction,
and customer retention. Researchers also ex-
pect future research will be able to discover
new things for the development of further re-
search.
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